The digital advertising industry is immersed in facing significant challenges. The state-of-the-art CDP (Customer Data Platform) Zeotap has taken the pulse of the market situation regarding companies' data-driven strategy through more than 500 surveys of executives around the world. The result is the study The Data Secrets of Successful Marketers , which was presented today by the company's CEO Daniel Heer. In addition, a panel of experts, composed of Tacho Orero, Digital Transformation Director of Unidad Editorial, Rebecca Benarroch, Data Science Lead of Publicis Groupe Spain and Alberto Alonso, COO of BMind, have made interesting contributions estonia number data on the results of the study, as well as on the trends in the sector for next year.
Regarding the study The Data Secrets of Successful Marketers, the main conclusions that have been pointed out have been, among others, the following:
customer view across their organisations by the end of 2022, although many marketers still find unifying multiple data sources to create a single customer view challenging. In fact, for the 20% of those who currently lack such a unified record, 99% of them plan to achieve it by the end of 2022.
Among the reasons for the rapid growth in the adoption of single customer view, the elimination of third-party cookies by Google in 2023 stands out . Since the removal of this key pillar for campaign personalization has meant that brands are quickly compensating for it with a solid first-party data strategy.
In terms of data management practices, it has been observed that the brands that are achieving success in their digital strategies are those that have already started to make changes to their CDPs.